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Relative Rebranding

UK Insurance Company Shows What's In a Stage Name

— December 27, 2008 — Marketing
In this clever rebranding commercial for Aviva Insurance, formerly Norwich Union, Bruce Willis asks with comical sarcasm, “Would Walter Willis have gotten to play the leading man?” The premise of ‘Aviva:  Changing the Name’ was to focus on how a name change can be beneficial.

Other stars who reveal their real names instead of their stage names in the Aviva commercial are Elle MacPherson, real name Eleanor Gow; Alice Cooper who inquires, “Whoever heard of a glam-rock star called Vincent Furnier?; and Ringo Starr, originally Richard Starkey.
Trend Themes
1. Rebranding - Disruptive innovation opportunity: Explore new and creative ways for companies to rebrand themselves and communicate the benefits of a name change.
2. Personal Branding - Disruptive innovation opportunity: Develop strategies and platforms to help individuals build authentic personal brands that align with their true identities.
3. Celebrity Marketing - Disruptive innovation opportunity: Create innovative celebrity marketing campaigns that highlight the real identities of celebrities, leveraging their authenticity to connect with consumers.
Industry Implications
1. Insurance - Disruptive innovation opportunity: Rethink traditional insurance models and develop new products and services that meet the evolving needs and expectations of customers.
2. Advertising - Disruptive innovation opportunity: Explore unconventional and attention-grabbing advertising techniques, such as celebrity endorsements and rebranding campaigns, to captivate audiences and drive engagement.
3. Entertainment - Disruptive innovation opportunity: Transform the way celebrities are marketed and promoted in the entertainment industry, focusing on authenticity and genuine connections with fans.
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